Furthermore, In a video-blog (posted above) UKGC Chief Executive Sarah Harrison said: “We want gambling companies to do much more to put consumers at the heart of the businesses – we’re doing this via the regulations that we set and the way in which we go about enforcing them.

“But we know we also have to do more ourselves to tap into consumer concerns, understand consumer interests and communicate better with consumers – that’s consumers who enjoy gambling, as well as those for whom it may become a real problem.”

Harrison explained that the Commission’s plan was based on three themes: increasing transparency and clarity, being more responsive and working in partnerships, for example with organisations who represent consumers’ interests.

Commenting on the new plan Dirk Hansen, Chief Executive at industry charity GamCare, said: “It’s great to see that the Commission is further developing their views to fully appreciate how gambling affects consumers.

“As a provider of support services to individuals harmed by gambling, we welcome this level of interest both in obtaining information on consumer behaviour and in reaching out directly to consumers to obtain their perspective.”

Katie Fry, a Gambling Support Project Manager at Citizens Advice, added: “We are very pleased that the Commission is seeking out views from a variety of organisations who already place the consumer at the heart of their work. This will add valuable insight from those who are already committed to this area.”